By Steve Ashkin, The Ashkin Group

This month, our “Green Selling Tip” is focused more on leadership that on sales. Please know that it’s NOT because we don’t think selling is important or that we’ve covered everything there is to say about selling Green products and services. Rather, as I observe the accelerating growth of the Green Movement, it is becoming clear to me that the real key to future sales success will be leadership.

Over the past three years that we have been publishing DestinationGreen we have written on lots of important subjects including defining Green and Green Cleaning, building a complete bundle of products, specific sales tips on individual product categories, prospecting and identifying early adopters, specific tips to succeeding when selling to various market segments, implementing pilot programs, overcoming common objections, developing marketing materials, conducting customer seminars and more.

As I’m sure you recognize, each of these topics are important for sales success and if you are new to DestinationGreen or simply need a refresher, I encourage you to go to the archives. Or to make it even easier, David Holly and I have just published our newest book on Selling Green Cleaning.

But this article is not about the past. This article is about the future.

Since just last month’s our edition, we have attended the annual conventions of ISSA (International Sanitary Supply Association), IFMA (International Facility Management Association) and GreenBuild (the conference for the US Green Building Council). And at each --- green was everywhere!

For example, the recent GreenBuild Conference was attended by almost 25,000 people, which is almost double from just last year! This is remarkable in a day when most conferences are struggling just to maintain their attendance. And their flagship LEED Rating System has been adopted by 12 federal agencies, 25 states, over 100 municipalities, and numerous big-named private organizations. They currently have over 10,000 certified and registered projects and over 40,000 people have received the designation as LEED Accredited Professionals. Amazing. Simply amazing.

So what does all of this have to do with leadership? Everything!

DestinationGreen, while read by people in all segments of the marketplace is specifically designed for sales people. Sure it is read by business owners, members of the boards of directors, sales managers, facility managers, advocates, policy-makers and more --- but DestinationGreen is designed to help sales people succeed because you are the people who meet with customers on a daily bases and are essential in driving the greening of the cleaning industry.

The reason this article is about leadership is because I think this is the time for sales people to lead their organizations. For you to succeed, you must get out in front of this issue. You must know more than your customers or you will have little of value to offer them. You must know more than your competitor or you will fail to maximize your sales opportunity. And ultimately for you to succeed at selling Green products and services, sales people must lead their organizations by helping those who are not in daily contact with their customers and may not see the accelerating demand for Green to make sure your company is anticipating and preparing for the future. You must insure that your company isn’t left behind.

I have often used the metaphor of a training running down the track to describe the Green Cleaning Movement. In this metaphor would give three simple options --- either get onboard, get out of the way, or get run over. But perhaps we need to think of the Green Cleaning Movement as the great ‘train race’.

Lots of companies have trains. Many have become highly sophisticated and focused. These companies have gotten a head start and are barreling out of the station and capturing sales and successes in the marketplace. While others are less committed and some even still doubt that Green Cleaning is real and still see it as a passing fad. And others who are so committed to traditional technologies are intentionally working to create doubt and confusion.

But I can tell you after attending ISSA, IFMA and GreenBuild, that if anything, we need to be doing even more. Green is happening.

Sales people must lead their companies. Please speak up. Please let your organizations know that this is not a passing fad, but it is the future and the success of your company depends on it. And while I know that there are many issues that will continue to be important, it is also clear that this is one that strategically shouldn’t be ignored.

So lead. Help create the future. Help find better ways to clean. Help find better products combined with the right processes to truly help create healthier buildings and reduce negative impacts on the environment at the same time. Help your customers understand what the issues are and help them implement Green Cleaning.

And help your companies understand that this is more than simply selling Green products and services. Help them understand that it is about becoming a Green company. In the future, educated consumers will recognize that they can buy Green products and services from most companies (if your question this just consider how many companies at ISSA were promoting Green products). As a result your customers will differentiate competitors and buy their Green products and services from Green companies. Why wouldn’t they if they all offer basically the same Green products and services?

So the real question is --- is your company prepared?

For those of you who doubt what I am suggesting, make sure you plan on attending GreenBuild next year. That is of course if you can get it. The conference is growing so quickly that there is talk that they will be forced to cap attendance simply because they have grown too large for the convention centers. And unfortunately, if your company chooses not to participate or participates half-heartedly, just know that you have competitors who are focuses and continually improving their programs. They are leading. They are getting better. Their train is accelerating quickly and building an even bigger lead over you. And as a result, they will be better positioned to capture the customer’s business. And frankly, they will have earned it.

So lead. Talk to you company. Get educated and go beyond even what your company is providing so you can help lead them. And please know that I am NOT suggesting that your company is “bad”, not committed or failing to support your efforts. What I am suggesting is that our entire industry is changing and as a result, old paradigms and strategies just aren’t enough and often are misleading. Green requires us to pioneer a new way of doing things and we need your help. Your company needs you more than ever. Today is the time for you to lead.

Just remember, customers are going to buy their Green products and services from someone --- we’d simply prefer that it’s from you!

Good selling,

Steve

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About the Author:

A 25+ year veteran of the cleaning industry, Stephen Ashkin is the author of Green Cleaning for Dummies and a tireless advocate for environmentally preferable cleaning products. Often referred to as the “father of green cleaning,” Ashkin has played a pivotal role in setting industry standards, promoting environmentally preferable products, and advocating for socially responsible practices.

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